Most Recent by Mark Siebert
A franchise business consultant for more than 30 years, Mark Siebert is the founder of the iFranchise Group and author of Franchise Your Business: The Guide to Employing the Greatest Growth Strategy Ever (Entrepreneur Press), as well as the author of numerous articles on franchising. He has worked with hundreds of franchisors from a variety of industries. His expertise is in evaluating companies for franchisability, structuring franchise offerings and developing franchise programs. During his career, Siebert has personally assisted over 30 Fortune 2000 companies and over 500 startup-franchisors.
The iFranchise Group’s consulting services for both emerging and established franchisors have earned the firm international renown. With more than 500 years of collective expertise in franchise strategy, operations, marketing, and sales, Siebert and his team of franchise consultants have worked with many of the nation's top franchises.
He holds a B.S. in Advertising and an M.B.A. from Northern Illinois University, and has taught undergraduate and post-graduate courses in business and in franchising at several Chicago-area universities.
Franchising in the Post COVID Shutdown Era: The Time is Now to Change the Future
The pandemic has brought many changes across all industries, franchising notwithstanding. People have been displaced, projects put on hold, and in some cases business owners have had to rethink how or if they will be able to operate their businesses. As contrary as it may seem, however, now is the ideal time for potential franchisees to consider business ownership through franchising. And, therefore, it’s an important time for franchisors to provide compelling reasons for franchisee candidates to consider them. As individuals have taken the time to reflect and plan for their futures during the shutdowns and in the subsequent reopening periods, smart franchisors have also stayed busy making their concepts relevant and attractive – not just for consumers, but also for potential franchise buyers.
How To Tell A Compelling Story
The ability of a writer to connect with his readers is what lands some books on the best seller’s list and some in a bag at a yard sale.The same is true for a brand story.
Don’t Be Afraid to Be Yourself
Don’t be afraid to be honest about your brand. Instead of trying to hide your concept’s relative newness to the marketplace, leverage it as a strength.